{"id":794,"date":"2021-05-12T17:42:48","date_gmt":"2021-05-12T17:42:48","guid":{"rendered":"https:\/\/avadawebsites.wpengine.com\/salon\/?page_id=794"},"modified":"2026-06-01T19:19:23","modified_gmt":"2026-06-01T19:19:23","slug":"salon-home","status":"publish","type":"page","link":"https:\/\/www.prepare-everyone.eu\/","title":{"rendered":"Prepare everyone"},"content":{"rendered":"

Prepare every<\/span><\/em> citizen
\nfor a crisis.<\/h1><\/div>

A communication strategy for institutions that want
\nto prepare everyone. Not just the “ideal” citizen.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

What will you find here<\/h2><\/div>

This site presents findings from an academic study on Danish crisis preparedness communication and turns them into practical recommendations for institutions.<\/p>\n

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Scroll to read in full, or jump to any section.<\/em><\/p>\n<\/div>\n<\/div>\n

<\/div>\n<\/div><\/div><\/div>
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\u27b1 What is the problem?<\/a><\/p>\n<\/div>\n

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\u27b1 What the campaign says?<\/a><\/p>\n<\/div>\n

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\u27b1 Our findings<\/a><\/p>\n<\/div>\n

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\u27b1 Quotes from senior citizens<\/a><\/p>\n<\/div>\n

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\u27b1 Our recommendations<\/a><\/p>\n<\/div>\n

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\u27b1 Different channels<\/a><\/p>\n<\/div>\n

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\u27b1 Specific considerations<\/a><\/p>\n<\/div>\n<\/div><\/div><\/div>

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The Problem<\/h2><\/div>

Denmark’s Forberedt p\u00e5 kriser<\/em><\/a> campaign was launched to help citizens prepare for crises. The campaign is thoughtful and well-intentioned, but no single communication can speak to everyone equally.<\/p>\n

Our study explored how senior citizens recognise their role in the campaign and whether they find it accessible. They are not the only group who may struggle to see themselves in the message.<\/p>\n

This strategy exists to help fill that gap \u2014 making crisis preparedness truly for everyone.<\/p>\n<\/div><\/div><\/div>

<\/div><\/a><\/div><\/div><\/div><\/div><\/div>

What the campaign actually says<\/h2><\/div>

Our semiotic analysis of the campaign website reveals three themes that construct citizens as…<\/p>\n<\/div><\/div><\/div>

01<\/h2><\/div>

Governed<\/p><\/h2><\/div>

The state positions itself as ultimate authority. Compliance is framed as voluntary through soft language, but imperative structures ensure citizens are “followers of instructions.”<\/p>\n<\/div><\/div><\/div>

02<\/h2><\/div>

Responsible<\/p><\/h2><\/div>

Preparedness is framed as a personal capability. The campaign assumes every citizen is mobile, digitally connected, financially resourced, and physically able.<\/p>\n<\/div><\/div><\/div>

03<\/h2><\/div>

Socially aware<\/p><\/h2><\/div>

When vulnerability is acknowledged, the solution is redirected to family and neighbours,\u00a0 not institutional support. The state governs through social bonds, not structural change.<\/p>\n<\/div><\/div><\/div>

<\/div><\/a><\/div><\/div><\/div><\/div>
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Reactions of senior citizens<\/p><\/h2><\/div>

We interviewed three Danes between the ages of 70 and 90. These are their words.<\/p>\n<\/div>

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“I find it a bit hysterical, because I don’t think anything will happen.”<\/em><\/p>\n<\/div><\/div><\/blockquote>

<\/span><\/div><\/div>
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“To people of my age, it’s not worth it. You don’t have so many years left.”<\/em><\/p>\n<\/div><\/div><\/blockquote>

<\/span><\/div><\/div>
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“The problem with the really old ones might be that they don’t have a computer.”<\/em><\/p>\n<\/div><\/div><\/blockquote>

<\/span><\/div><\/div>
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“I have a daughter. Very close to me. They are better prepared.”<\/em><\/p>\n<\/div><\/div><\/blockquote>

<\/span><\/div><\/div>
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“It’s more the community that will be the source of information for you.”<\/em><\/p>\n<\/div><\/div><\/blockquote>

<\/span><\/div><\/div>
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“If you want to do it seriously \u2014 it’s not what you say. It’s what you do. You must try to be a good example.”<\/em><\/p>\n<\/div><\/div><\/blockquote>

<\/span><\/div><\/div><\/div>
<\/a><\/a><\/a><\/a><\/a><\/a><\/div><\/div><\/div><\/div>
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What we found<\/h2><\/div>

\u2713 Preparedness is communicated as a personal duty, not a state responsibility<\/p>\n

\u2713 The campaign’s tone reassures rather than <\/i><\/b>motivates action or creates urgency <\/strong><\/em><\/p>\n

\u2713 Vulnerability is acknowledged, but then redirected to neighbours and family<\/p>\n

\u2713 Digital-first communication excludes citizens without technological access or literacy<\/p>\n

\u2713 Risk is individualised and\u00a0 structural inequality is left unaddressed<\/p>\n<\/div><\/div><\/div>

<\/div><\/a><\/div><\/div><\/div><\/div>

Our recommendations<\/div><\/h2><\/div>

Small shifts in language create large shifts in who feels included.
\nHere are examples from the original campaign, and how they could be rewritten.<\/p>\n<\/div><\/div><\/div>

ORIGINAL CAMPAIGN<\/p>\n<\/div><\/div><\/div>

<\/div><\/div>

SUGGESTED ALTERNATIVE<\/p>\n<\/div><\/div><\/div>

ERASES STRUCTURAL BARRIERS<\/div>\n<\/div>

“By following some simple advice, you can manage on your own.”<\/em><\/p>\n<\/div>

“Simple” naturalises compliance as easy for everyone. Ignores financial, physical, or cognitive barriers.<\/p>\n<\/div><\/div><\/div>

<\/i><\/div><\/div>

Honest about effort<\/p>\n<\/div>

“These steps take some planning, but you do not have to do it alone.”<\/em><\/p>\n<\/div>

Acknowledges that preparation requires effort while immediately offering collective support.<\/p>\n<\/div><\/div><\/div>

Redirects vulnerability to social networks<\/p>\n<\/div>

“Sometimes it makes more sense to prepare with family, friends, or neighbours.”<\/em><\/p>\n<\/div>

Acknowledges not everyone can self-prepare, but places the solution entirely outside institutions.<\/p>\n<\/div><\/div><\/div>

<\/i><\/div><\/div>
Offers institutional alternatives<\/div>\n<\/div>

“If you need support, your local municipality can help you make a plan.”<\/em><\/p>\n<\/div>

Keeps the community framing but adds a concrete institutional fallback for those without social networks.<\/p>\n<\/div><\/div><\/div>

False collective \u2014 asymmetric responsibility<\/p>\n<\/div>

“This is something we must take seriously.”<\/em><\/p>\n<\/div>

Uses “we” to imply equal partnership, but only citizens receive individual action expectations.<\/p>\n<\/div><\/div><\/div>

<\/i><\/div><\/div>

Transparent about roles<\/p>\n<\/div>

“The state is responsible for emergency response. You are responsible for the first 72 hours. Here is how we support each other.”<\/em><\/p>\n<\/div>

Names the division of responsibility honestly. Citizens know what is expected and what they can expect back.<\/p>\n<\/div><\/div><\/div>

Assumes universal digital access<\/p>\n<\/div>

“In most crisis situations, a mobile phone is essential.”<\/em><\/p>\n<\/div>

Frames smartphone ownership as non-negotiable. No alternative offered for those without.<\/p>\n<\/div><\/div><\/div>

<\/i><\/div><\/div>
Acknowledges different access<\/div>\n<\/div>

“A mobile phone is very helpful, but a battery-powered radio or a trusted neighbour works too.”<\/em><\/p>\n<\/div>

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Opens up alternatives without diminishing the digital option. No one is left without a path.<\/div>\n<\/div>\n<\/div>\n
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Beyond the website<\/div><\/h2><\/div>

See alternative channels for reaching as many citizens as possible.<\/p>\n<\/div>\n\n\n\n